Last week our Marketing Manager, Jasmine McKenzie, attended the Mavericks and Mischief Makers: The disruptor’s guide to marketing in Leicester Square, London, during which time she had the opportunity to hear from global leaders about why personable branding is in and everything else is out.
Following a swift introduction by Alex Jenkins, Managing Director at Contagious, Katrina Stirton-Dodd, Editor at large at Contagious took to the stage explaining that ‘the harder it gets to buy people’s attention, the smarter brands have to get at earning it.’
Katrina led her presentation by example, showcasing some of the world’s most provocative, fun and effective work while explaining why entertaining the nation can be the quickest route to effectiveness, capitalising on her talks title ‘The Fame Game’.
Next on stage was Tina Cervera, CCO at Lippe Taylor, who spoke about why traditional advertising and marketing strategies are dead. Tina explained that, the more we stick to the status quo, the more outdated those same tactics will become because we’re not differentiating what we do, we’re following what everyone else is doing. In order to stand out, you need to do something different. Something edge-y. That’s why we, as marketers, need to quickly figure out how to authentically and meaningfully infiltrate the lives of our consumers.
Tina went on to explain more about earned marketing and how it’s shaping the future of building brand relationships. Instead of paying for our brand to be seen, we should be earning organic exposure through being the best business we can through taking advantage of natural media creative for us, not by us.
Andy Nairn, Founding Partners at Lucky Generals, also reminded us of the importance of not being earnest, asking the audience a simple question: why do few marketers use humour these days? It’s no hidden secret that using humour is the number one way to get your audience’s attention, so why do we continue to shy away from it. Rumour has it that many are worried about causing offence, though being ‘funny’ doesn’t have to make up an outrageous campaign but a static idea that’s fit for purpose and its environment.
Paul Kemp-Robertson, Co-Founder at Contagious, seconded what Andy had to say, explaining that talking about breaking conventions and actually unleashing the kind of counterintuitive creativity that will get your brand notice is two entirely separate things. Paul also delved into what holds us back, helping us to identify how to push past it in order to sell. After all, who says you shouldn’t mess with a global icon?
Some brands are born to Zag explained Becca Peel, Senior Strategist at Contagious. Becca recognised that some brands are different and that’s totally OK, highlighting that whilst some choose to go with the flow, others was to craft their own unique gameplay to disrupt the competition in their tracks. Through doing so, brands are more successfully able to breakdown category norms, helping to progressively boost sales as eyes continue to be drawn upon them.
The event’s afternoon sessions will also focus on exploiting vulnerabilities in mediums and markets through providing audiences with a solution to their wider problems. One of which included a famous campaign run by Domino’s in the U.S. having identified what makes its pizza so good is the journey it takes to the customers door – or the lumps and bumps in the road their delivery drivers have to battle along the way causing a cheese slide.
Domino’s knew that, whilst the potholes weren’t a major concern of theirs, it was to their customers. They went ahead and identified the states that suffered the most and went about branding a truck which would be driven around to fill each pothole in the road. They didn’t stop there however, also leaving a branded stamp on each of the potholes they filled, providing a greater feeling of community to those who lived in the area.
The campaign itself was a huge hit and got people talking about the wider benefits the campaign had provided to local people through identifying an issue outside of the brand, and tying it in with a good deed which, in this case, involved fixing troublesome potholes.
At the end of the day we heard from John Schoolcraft, Global Chief Creative Officer at Oatly, who explained more about how he made the oat drink famous, why he doesn’t believe in having a marketing department and why sustainability is boring when everyone else does it.
Jasmine has been a member of Absolute Digital Media’s team for almost five years now, having started her journey at the agency as a Digital Copywriter and progressing onto become read more.